Yoghurt so thick you can play with it like mash potatoes.
After consuming that delicious steak (or meat substitute. This blog is pro carnivore-choice), often one of the foods remaining in your plate was the slump of mash. As a child it had two uses- 1: hiding undesirable foods and 2: improving mash-moulding skills.
If times have changed and you have matured in your fork handling and potato eating, behold; you can now re-live these joyous dinner table moments. Connoisseur has now entered the market as mash’s competitor. They have given us the same joy minus the starch, plus the calcium. Its the mash for the cultured.
The artwork is beautiful and delectable. Cumminsnitro could have very easily looked to a manifestation of colour. However through the use of white they have added class. It is rather good branding.
I must admit however that my taste for this campaign is slightly skewed by me being lactose intolerant. You may be surprised that the lack of dairy in my life isnt actually a terrible woe. I have complied with a dependence on alternatives/fakes. Yet if you tell me I can get yoghurt that is like mashed potatoes, plus 10x shiny and fruity- I will curse my faltering bowels. Its like watching somebody eat a burger during a grapefruit diet.
Advertising Agency: Cumminsnitro Melbourne, Australia
Creative Director: Sean Cummins
Art Director: Tian Murphy
Copywriter: Gareth Sweet
Retoucher: Inness Robins, Electric art.
Photographer: Scott Newett
Creative group heads: Jason Hynes, Julie Poulter
Published: February 2009